adidas Japon lance une nouvelle boutique à Tokyo avec un run innovant dans les rues de la capitale Japonaise

Green Light Run adidas Running Japan

adidas Japon et l’agence TBWA\Hakuhodo ont créé l’activation Green Light Run Tokyo, une course pour célébrer l’ouverture du nouveau Brand Store dans le quartier Harajuku, un magasin dédié entièrement au running urbain.

Cette course a donné l’opportunité aux runners japonais de parcourir un marathon (42,195km) dans les rues de Tokyo, avec comme particularité d’avoir un rythme complètement imposé par les feux de signalisation, un élément particulier de la capitale Japonaise qui possède 15 772 feux de circulation, un chiffre beaucoup plus élevé comparé à d’autres métropoles mondiales comme New York ou Londres. Sur le papier donc, impossible de courir dans la ville de manière ininterrompue. 

La course a été créé en collaboration avec la police qui a mis à disposition les données et paramétrages des feux de circulation afin de créer le parcours, de valider la distance et donc le temps et dernière donnée importante : assurer la sécurité des runners. 

Le parcours créé a, au final, emprunté quelques monuments et lieux historiques de la ville comme le Palais Impérial, la Tokyo Tower et le quartier populaire d’Asakusa. Pour cette course, une seule règle : « Get Stopped, Get Dropped ».

Ce marathon s’est déroulé de nuit jusqu’à l’aube, avec 30 runners sélectionnés parmi 180 candidats à travers le pays. Durant la course, les runners étaient suivis grâce à une puce et alertés lors d’un changement de feux imminent et donc le risque de manquer le prochain feu vert. Une belle illustration de la règle centrale de cette course : « Get Stopped, Get Dropped » qui a obligé les coureurs à accélérer et augmenter leur rythme de course pour 

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